dc.contributor.author |
Wambugu, H., Maina, E., & Ndung’u, P. |
|
dc.date.accessioned |
2023-03-29T09:01:04Z |
|
dc.date.available |
2023-03-29T09:01:04Z |
|
dc.date.issued |
2023-03-16 |
|
dc.identifier.uri |
http://repository.kyu.ac.ke/123456789/915 |
|
dc.description.abstract |
The insurance industry is faced with a number of challenges the world over, among
them the internationalization and globalization leading to increased competition. In
Africa, the nature of competition in the Insurance industry has generated various
levels of marketing strategies and applications. All players in the insurance industry
are competing for the limited insured population. There is much mistrust of the
insurance sector among the population mostly out of ignorance, hence the need for
a comprehensive awareness programme in order to tap the vastly un-served market
hence the need for insurance companies to be innovative in their marketing
approaches. The purpose of this study was to determine the effects of strategic
marketing on market penetration of the general insurance companies in Kenya. The
study sought to establish whether direct response marketing has a significant effect
on market penetration of general insurance companies in Kenya; to establish the
effects of electronic marketing on market penetration of general insurance
companies in Kenya, establish whether strategic alliances have a significant effect
on the market penetration of general insurance companies in Kenya. The study was
guided by the resource dependence theory, commitment trust theory and resource
based view theory. Descriptive research design was used and the target population
was 160 employees in general insurance companies in Nyeri County from which a
sample of 64 respondents was selected. Data was collected using questionnaires.
Multiple regression analysis was used to establish the relationship between the
dependent variables and the independent variables. Results showed that direct
response marketing had a positive and significant influence on market penetration
(Coefficient/beta =0.131, P-value= 0.001), effect of electronic marketing was positive
but insignificant (Coefficient/beta =0.162, P-value=0.063), while strategic alliances
were positive and significant (Coefficient/beta was 0.196, P-value = .031). This
implied that if the general insurance companies were to increase market
penetration, they should not only use the traditional methods of marketing (direct
marketing), but have to be innovative and employ strategic alliances as a marketing
penetration strategy among other marketing methods. |
en_US |
dc.language.iso |
en |
en_US |
dc.publisher |
6th Annual International Conference-2023, Kirinyaga University, Virtual |
en_US |
dc.subject |
Market Penetration, Direct Response Marketing, Electronic Marketing and Strategic Alliances |
en_US |
dc.title |
Strategic Marketing Approaches and Market Penetration by General Insurance Companies in Kenya. |
en_US |
dc.type |
Article |
en_US |